They pretty much did that when they replaced the F with an E. They stopped using the word "wrestling" a long time ago. In fact, last Monday was the first time I've heard anyone say it on TV for quite a while, aside from Daniel Bryan's t-shirt
What's interesting there is that they are going into full buying mode, and will start their own cable channel some time in the next year or two, with "wrestling" just being "part" of what they do.
Pretty much setting themselves up for failure, IMO. They never do well outside wrestling.